[Growth 筆記 3] 打造 Qualitative Growth Model

四個步驟
acquisition loops > retention loops > linear channels > growth multiplier

Acquisition Loop

一群用戶如何帶來另一群用戶?
新用戶 > 做了某些事情 > 帶來新用戶
像是複利的概念

四個 acquisition loop 的分類
1. viral
2. content
3. paid marketing
4. sales

  1. viral loop

2. content loop

Yelp 的 B2C Loop
使用者註冊 > 某些使用者寫新評論 > SEO > 新的使用者搜到,註冊,輪迴
HubSpot 的 B2B Loop
ebook 帶來 leads > 發給 leads > leads 在社群分享 > 帶來新 leads 輪迴

3. paid marketing loop

Clash of Clans 的 paid marketing loop
新使用者看到廣告免費註冊 > 有些買了東西 > 把這些錢拿去再投廣告 > 輪迴

4. Sales Loop

B2B sales loop
業務帶來訂單 > 把這些錢拿去請更多業務 > 業務賣更多

Linkedin 是個標準的多 loop 產品

Retention Loops

How does a user’s usage, or the usage of others bring a user back continuously over time?

Slack 的 retention loop
Identifying retention loops is easiest when you focus on identifying the triggers.

Linear Channels

How do I keep feeding my growth loops?

Linear channel 是本金;loops 是利息

公關不算 loop 因為新的使用者不會帶來媒體報導,他就是 linear
Linear 身為本金 就是要喂錢生利息(loop)

Growth Multiplier

If I put one user/customer in my model, how many more does it produce over time?

Growth Multiplier 公式
1/(1-V) where V = the ratio of new signups between two cycles

  • 50% of people who click on an invite sign up as a new user.
  • 12% who sign up create a new team.
  • Each user who creates a new team invites an average of 12 team members.
  • 75% of those who are invited click through to the signup form.
V=540/1000=0.54
1/0.46=2.2x 也就是 2,169/1,000

  • 1. 30% of people that click on an ad signup
  • 2. 10% of signups become paying users and produce $10 of profit
  • 3. We can buy more ad space at $5 CPM
  • 4. 1% of impressions click on an ad

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